Abstract:

The growth of online shopping is changing the how businesses operate. It has caused an interested on how customers can be satisfied through this mode of shopping among the marketing and research world. Generation Y is the generation that has grown with the information technology phenomena.  They are a group who is comfortable and has a high motivation to shop online. Therefore, the current study focuses on factors affecting customer satisfaction in online shopping among Generation Y. This study investigates whether the four factors (privacy and security, perceived risk, trust and ease of use) affects customer satisfaction. Questionnaire was used as the method of data collection. The respondents are those referred as Generation Y. Multiple regression analysis is used as the statistical analysis method to test the hypotheses. The result indicates that all the four factors tested affect customer satisfaction in online shopping among Generation Y. This study sheds light on the major factors affecting customer satisfaction.  The findings imply that businesses that uses e-commerce should concern themselves on how to improve privacy and security setting in the online shopping websites. In addition, the customers must be convinced of the low perceived risk, have trust and be provided with ease of use in the shopping transaction.